Why Rolex bought Bucherer? Explained.

Rolex pulled a Taylor Swift buying luxury retailer Bucherer.
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[@markinkpt3664]

Finally, someone that understands how a brand works; NO ONE has told this story correctly until now. The Voice of Reason of the watch world....

[@robertschmidt9584]

Agreed! And he’s not pushing to sell some watches.

[@icemannbmw]

If I'm not mistaken he was in a band

[@michaelmillas1359]

👏 as always, spot on. There is a giff* for this, a cutaway if you will from a movie that now I can only playback in my head. 😏 night crawlers study, point, nod, smile, walks away.

[@sinjinadams2862]

@markinkpt3664 Not true! Jenni Elle correctly explained this story four days ago! She explained how Mr Buchere in his late 80's has no heirs to pass the company down to and has decided it's time to sell the company. She has already explained all this in her video four days ago. Oisin is a little late.

[@mikev9287]

It’s amazing how far up their own arses some watch KZbin dealers are. As if Rolex give a F about them.

[@underdog5081]

This is a great take on the Rolex purchase.

[@underachievingwatchcollect1878]

Having McDonalds in Bucherer stores is crazy-I’d go for White Castle.

[@Engineer_with_cars]

The more interesting question for me is will Swatch Group and Richemont continue to sell through Bucherer? Will those two companies want Rolex to have access to their sales data? Is Rolex too big for it to even matter? Will Rolex want to sell competitor’s brand through Bucherer. I’m more interested in how Swatch and Richemont will react…

[@petersmith2040]

One company that won’t be affected in a significant way as a result of this acquisition is PP. PP has also been selling their timepieces through other ADs in major cities where they also sell their timepieces through Bucherer/Tourneau. Because PP timepieces are very rare and hard to acquire, PP pulling out of Bucherer/Tourneau will only make their brand even more exclusive with only 1 or 2 ADs selling PP timepieces in major cities. Can you believe that there’s only one retailer selling PP timepieces in the entire city of Paris? The retail store is a PP Boutique owned and operated by PP in the French capital.

[@Molloy1951]

Oisín, I’ve just gotten to know your channel and am amazed. Compared to yours most other channels talking watches look a work of teenagers. Thank you for what you’ve been doing.

[@Thankyou_3]

I will never buy another Rolex.

[@paulbrennan552]

Tudor steel and gold chrono...Stunning watch !

[@thesheepsviolin123]

Explained perfectly didn't bother watching anyone's videos on it waited for you're one 👌

[@MikeOBrien1945]

Outstanding analogy 🥂

[@marcgirard7551]

Very interesting take, Oisin. Unique perspective and well thought out.

[@MrConsens-JamesHess]

You nailed it Oisín! Thank you for the excellent clarification of the situation! Don’t fix what’s not broke & believe that Rolex are playing their cards brilliantly!!!

[@canadianwatchmonkey3992]

If Bucherer fell in the wrong hands then all Rolex would have to do is stop selling to them.

Cut ties with one of their most important outlets? One that has embraced the CPO program and carries the level of sophistication Rolex like to convey. Leave all that to chance? I don't think so.

[@canadianwatchmonkey3992]

@ sometimes you gotta do what you gotta do. It’s like raising children tough love works. But you do make a point but Rolex would survive without them.

[@RAR-wg5jw]

I could imagine if Bucherer had been bought by a Russian oligarch investor, doing Vodka shots with Vladimir in the back of the store while Svetlana gives you a massage to celebrate your new Rolex.

[@guitartris8455]

Man your videos have gotten twice as good this year!!! Loving the new content!

[@allmanfowler3000]

Superbly presented and considered as I would expect from the timeless watch channel thank you !

[@Mike-hr7pc]

I have to agree, Rolex is doesn't like change... They are the most stable watch brand ever (the submariner still looks pretty much the same after 70 years)... Unfortunately, things havent been the same in the past few years and people were getting tired of what was going on and their name was being used by flippers to make a profit. Buying a Rolex meant something in the past,usually something that you accomplished or wanted to rememberer, now is simply means that you got a call from an AD for what ever reason... The pride associated with the brand truly isn't the same.

[@britboybrisbane143]

Having listened to both yourself and Adrian Barker, I believe you both have the best take on this, so far.🇫🇴🇦🇺

[@marcoz326]

Been waiting for your take on this. Awesome!

[@kilbourn]

This is the best take on the Rolex/Bucherer acquisition.

[@wongfeihung9724]

Hi Oisin. Thank you for your excellent take on what was behind the Rolex move on Bucherer. The most logical story I've heard so far. Just to share this with you... I got the call from my AD last week about a brand new Rolex Explorer I being in store... and was I still interested? It's now on my wrist! This is my first Rolex and a choice inspired by one of your classy video presentations. It was a 4 month wait. I should add I had previously bought 2 Omega Sea Masters from the dealership back in 2016. Keep up your great work! Much appreciated. WFH

[@supersonique001]

Brilliant analysis and refreshingly elegant.

[@BobGolob]

That makes better sense than what I previously heard. Rolex doesn't need to sell watches to make money. Watches are just for the image.

[@rob826]

One interesting note on Taylor Swift re-recording her back catalog; Kelly Clarkson publicly tweeted Taylor Swift this idea in 2019… although she takes no credit for it, I think some is due! Masterstroke… and a damn fine analogy as always Oisín.

[@jeririce4928]

im embarrassed that u know this

[@rob826]

@@jeririce4928 bit rich coming from someone who now also knows this!

[@morganthau4448]

Rolex thinks strategically. Nothing they do is a knee jerk reaction. Rolex has long and endearing ties to Bucherer. The CEO of Bucherer was a friend of Wilsdorf. In fact, Bucherer was one of the first Rolex ADs. This was probably in the works for some time. Controlling distribution will enable Rolex to eventually transform Bucherer into Rolex Boutiques. Just like Omega and AP. Rolex has been late to the game. That will change I think in the not too distant future. Branding is crucial as you say but Rolex believes in maximizing profit too. They go hand and glove. Spot on about the greedy ADs. Not a coincidence Rolex has been closing many ADs throughout the world. That will continue. They have a master plan. 🥂

[@andytiller4528]

Absolutely nailed it. Good video

[@Craichtwin]

Brilliant and incisive - thanks Boss

[@mb9472]

What you say completely make sense. Over the decades Rolex has bought out all the companies that used to make their watch components, bringing the brand completely in-house. Why would they not buy the retail outlets aswell. They might have been waiting patiently for this opportunity

[@ianlitster483]

Oisin you have great channel love the work you do and good guy👍

[@WatchesJourney]

Excellent analysis

[@jadomi2076]

This is the most logical take so far. Slow and steady.

[@jean-jacquesbaur303]

An absolutely great and very true video. Well done.

[@glostergloster6945]

Makes a lot of sense. Love the music analogies.

[@mikefry5704]

Well said. Enjoy

[@DomLukx]

I think you absolutely nailed it on the head! Well said, Oisin!

[@timmytom]

Thank you for a very well reasoned explanation.

[@mikelewis2456]

Oisin I totally agree it’s about protecting the Rolex brand the purchase of Bucherer. Your explanation and thoughts I believe is spot on. Rolex without doubt in past 100 years has created an incredible brand through marketing and reputation as well as quality in horological world.👍

[@shiraz1736]

Mostly marketing tbh.

[@PhotoDaveJax]

Great insight. Well-explained. That’s a couple of reasons this is the most intelligent watch channel on KZbin. Or anywhere.

[@michaelmillas1359]

👏 as always, spot on. There is a giff* for this, a cutaway if you will from a movie that now I can only playback in my head. 😏 night crawlers study, point, nod, smile, walks away.

[@ericweis9771]

Wow, thank you for that perspective they had to buy Bucherer

[@FilipposET]

Very astute analysis Monsieur!

[@lewisstredwick7616]

Spot on

[@BFit25]

Good take.. but it does seem a little curious that they started the CPO just before the “buyout” .

[@tondo6912]

Excellent clear analysis that makes so much sense.

[@whizzer8507]

Fairplay, explanation from the best 👌

[@NicholasAugusta]

All it really is, is money going to a different coffer. It changes nothing for the consumer. Wait lists? Longer.

[@notenoughtime7274]

Completely agree Love the framing and Taylor Swift / Beatles analogy. Best and most sensible take I’ve seen on this

[@Jack-S4097]

The right take on this purchase.. Rolex is a charitable trust and donates most of its profits to charity.. It didn’t buy Bucherer to make more money..

[@watchwarrior8597]

Great follow up Oisin, you are spot on with the analogy. Rolex is Old Money and they don’t want the New Money to take over the sales of their product . That’s the reason Rolex overseas the construction and design of any of their AD’s boutiques . The latest Rolex remodel here in California was amazing when they had the Grand Opening . You walk into a different world that is designed and overseen by Rolex officials who make sure that their Brand is first and foremost 100% Rolex approved. It makes perfect sense why Rolex took the opportunity and acquired Bucherer as well as Tourneau . Once again the “Only Voice of Reason” on KZbin hits the bullseye once again . Waiting for more amazing content . Have a nice holiday in Ireland my friend .

[@trendari9977]

Well explained!

[@PerrysTV]

Great thumbnail. Great story. Great channel. Love you man.

[@steves8322]

You are 100% spot on. Rolex is not “taking over the world” like everyone else is spewing. maybe few xtra bucks in their pocket but more importantly protecting their brand. My local AD relayed basically the same (Not a Bucherer AD) although he was thrown by the news for a few minutes lol

[@dmaul5190]

I think you’re point of view is as close to the truth than anything else I’ve heard so far, and with it being Rolex I don’t think we will ever find out the exact details. 👍🏻

[@peakrider4886]

Makes perfect sense when you say it like that.

[@darioserrano6106]

Great analysis! 👏 I 100% agree, well said.

[@thanhducma]

Well said mate, the analogy was clever and you always seem to paint a vivid picture in your videos for the viewers.

[@micheldepaula8733]

Most romantic version of this purchase so far

[@philhooley158]

Spot on

[@demlotcrew]

You are right, the deal has been in the works for almost two years now.

[@dannysimenauer5745]

I agree, only time will tell what Rolex wants to do with Bucherer. Plus Rolex has built a relationship with its current ADs over decades, and I don’t see the AD network breaking up with Rolex. Reminds me of the parable about the dog chasing the car speeding through the neighborhood until one day the dog catches up to the car. The dog quickly realizes, “now what do I do”? Let’s see what Rolex wants to do with a retailer when it owns Bucherer. Plus huge implications on the other watch brands, and the other ADs in the same cities.

[@gary2632]

Heard all the various theories……. This seems the most logical 🤔

[@SK-ej5lg]

Excellent video but let’s not forget the CPO side. CPO seem to be offering a higher rate to buy back a rolex. So not just they are making money from selling rival products, they would also be taking business away from the grey market and setting the baseline price for pre owned. Why would I sell my hulk to a grey dealer when rolex are offering me more and a potential to start a long term relationship…

[@dannysimenauer5745]

Actually I have heard the opposite. The ADs are making low ball offers to buy your old Rolex, below what the grey market pays for a specific Rolex. Then the AD is asking higher prices then the grey market sells Rolex for.

[@SK-ej5lg]

@@dannysimenauer5745 that’s interesting but I was specifically referring to cpo and Bucherer…

[@x838nwy]

❤ Best take I’ve heard and totally agree. It opens up opportunities, but I doubt said possibilities were the driving force for the purchase.

[@KeepingWatchUK]

Totally agree. People losing their heads thinking Rolex will buy-out / remove all the other ADs and/or significantly reduce supply to them in favour of just their Bucherer stores. Non-sense. Doubt we’ll see little change, if any.

[@jjtinkler97]

Great take, Oisin.

[@rangorango7545]

Sounds analogy and perspective, being vertically integrated and doing retail is a whole new dimension to business. What it does show us that Rolex is a behemoth and incredibly smart

[@alexlee4588]

Interesting commentary. Cheers

[@uhrologe2596]

Good point Btw. The Watch manufacturer Carl F. Bucherer which is actually independent of the Bucherer stores runned by other Family members but most shares are hold by Bucherer retail stores, became also a subsidiary of Rolex. Because by my informations Rolex also purchased the shares on Carl F. Bucherer. That makes it tge second watch brand hold by Rolex.

[@dannysimenauer5745]

Technically the third. Second is Tudor.

[@JayandSarah]

Those Bucherer stores will be turned into Rolex only boutiques eventually, just watch. Rolex is not going to sit on an investment that is selling competitor brands. It will be Rolex and Tudor and the rest can beat it. Just watch. Brilliant move. On another note.. .NOrth American here. Never heard of Bucherer or Tourneau.

[@AlexMi77]

Yes. They are not getting into retail business. While a major move, Bucherer is still a drop in the ocean in terms of worldwide coverage. Rolex will want to show through Bucherer how the business is done the Rolex way.

[@AlexMi77]

@@richardbartlett6932 I’m not sure you got my comment ☺️ not talking about Bucherer. I mean the market

[@DESCENDINGDR]

Sounds like a reasonable explanation for the deal...

[@Cycad...]

Bucherer had just purchased Tourneau, now Rolex will own the Bucherer-Tourneau retail stores. Boss Move!

[@LeccareNewHandle]

So, now you can say your Carl F. Bucherer watch is from the same company that makes Tudor and Rolex.

[@stretoo]

Time will tell. Initial intentions are likely to evolve significantly once you are in a position to manage this business. I think that this event should also be considered as an element of their strategy regarding the second-hand Rolex market and the speculation on prices generated by authorized dealers, a negative situation for the Rolex brand image. That said, the analogy with Taylor Swift's case is relevant. Continued to the next episode.

[@Karrio73]

Right on. Your experience & knowledge are evident.

[@TheAmbitiousPeasant]

Very good perspective!

[@tiempodesobrahn]

fully agree for once

[@mikefagan7619]

There will be a real estate angle to this. Do not underestimate the LVMH version of the McDonalds model.

[@VMIyanks04]

That’s a great point about the comparison with the Michael Jackson and Taylor Swift situations. However, I do still think it’ll affect the local small business jewelers with availability.

[@mikev9287]

Finally some sense being talked on the subject!! Everyone else banging on about the grey market and flippers.

Indeed. Rolex, Bucherer et al are way above the grey market, gangster, geezer shit. It’s embarrassing to them.

[@uhrenglueck2587]

Great vid as always and I like your views / opinions on this purchase. Makes a lot of sense what you are saying

[@radu_serban]

Perfect and coherent explanation. Thank you! 🙏

[@temptingfate759]

You nailed it...well done

[@20thcenturyboy85]

Solid insight!

[@Kayla-kd8ov]

I can't believe Michael did that! and well done Taylor! what a boss move

[@watchound.bernardo9738]

Spot on, as usual!

[@skipinkoreaable]

Nice informative video. This is my first video of yours. Thanks for pronouncing your name at least once during the video. Otherwise I would have been very unsure about how to say it.

The first vid? Oh boy… this is gonna be one hell of a journey. Welcome and enjoy!

[@skipinkoreaable]

@ Thank you.

[@DudeEsq]

Thoughtful video. It will be interesting to see if the antitrust regulators step in here. The proposed transaction presents a number of vertical issues - will Rolex control the pricing of Omega, Breitling, etc. watches and the like.

[@Leftystrat]

Spot on sir, the best comment made on this forum so far, who makes the next chess move?

[@brianmccarthy7768]

💯 My thoughts exactly. It’s all about protecting the image of the brand

[@johnsteven5430]

Taylor Swift has nothing to do with art or music.

[@ngmaks]

I’ve now watched a few videos on this topic and you are absolutely spot on. The folks at Rolex do not like change and in this way they are able to secure against that. Top video, as always 👍🏼

[@A_Eichler]

Excellent explanation. (As usual) It’s all about conservative branding and brand protection. Students of marketing would do well to pay attention.

[@xb505s]

A great insight. It simply means the move was to protect Rolex and Rolex only, having nothing to do with suppressing the grey market or improving the supply-demand chain. It’s a shame because I’d love to hear Taylor Swift in elevators and look at the Rolex while enjoying my favorite burgers and fries.

[@Jdinaz]

Level-headed way to analyze this. Makes more sense… than shouting out “Fire!”.

[@Stefan.Keller]

FOUNDATION! Rolex is not a publicly traded company. On the contrary, the profits flow into a charitable foundation. In the future, Bucherer's earnings will also flow into the foundation, so the merger makes sense.

[@bennytudor5313]

I hope it hurts these AD’s who are treating Rolex customers like shit

they don't treat their customers like shit. Their customers are the ones getting the call. It's those who want to be their customers who are pissed off.

[@phmwu7368]

Now go and read a book about the good times "Selling the Crown: the secret history of selling Rolex" by Brendan Cunningham 🧐

[@meyergoldstein6208]

Oisin, this makes the most sense. Will there be side effects, aftershock, whatever? Sure. But the play as one of protection, that also puts puts Rolex in yet another dominant position is usually what happens when one uses fundamentally sound judgement. Excellent analysis.

[@stupitt9411]

Great video! Makes complete sense

[@j.j.911]

Taylor Swift is already deeply cheapened ‘music’, but you’re right on the general point and she should be congratulated and supported for what she is doing. We know you fancy Taylor and hence think the sun shines out of her backside, though. Anyway, the difference between Taylor and Rolex is the humongous benefits the latter has gained out of the grey market free market pricing structure-making Rolex even more desirable. Not sure a similar claim can be made for Taylor. Very different.

[@robpelletier2103]

Old World Money. Smart.